What is an XIR?

Dear XIR –

It is my absolute honor to officially welcome you to Dear XIR: THE newsletter for B2B leaders building at the intersection. Thank you for not only trusting me to guide you, but for also joining me on this crazy ass ride of building differently.

In my overexcitement last week, I came out the gate a little too hot and forgot to even mention what an XIR is lol. Fret not – I got you.

But first, let's talk about intersections.

In B2B (and in life), I firmly believe that exponential growth happens at intersections – not in silos. That multiple things can be true at the same time.

Let me explain.

After I left Brex in November 2023, I genuinely thought something was wrong with me. Though I literally had it all – dream job, dream apartment, dream city – I wanted to try something different than what I’d been doing for the last 2 years as an XIR.

In that transition, my goal was to double down on my investment thesis and focus on content as a channel for growth. So I joined a company to do just that...and left within 2 months. Something just wasn’t aligning.

A couple months later, same story. Found an amazing company, made some noise, created some impact, and ended up leaving because again… it just wasn't right.

I kept asking: what is the deal? What's wrong with me? I'd literally just driven $30M for a $12B fintech, yet I couldn't align with these new companies to save my life!

Then, the Friday before my 34th birthday, I was reading and meditating under a tree in Brasil (this is a real story – I swear this happened lol) when everything became clear:

I realized that I had used every. part. of my unconventional background (from Linguistics to being a founder) to drive insane growth, while setting a new standard for Community-led Growth in B2B / fintech. All of this while existing as myself. The truth emerged clear as day:

I was never meant to fit in a box. And if you're reading this, chances are you weren't either.

My greatest outputs happened when I was part:
Founder / Investor / Advisor / Community Builder / Content Creator. And that realization quickly turned into what is now the voice inside my head.

In the moment, I decided that I would spend my life creating opportunities for generalists like you and me; people who thrive when we leverage our weird and unconventional ways to produce outsized returns and yield exponential growth.

So this XIR shit is personal to me.

Believe me when I say: Dear XIR isn't just about me finding my path. It's about creating a blueprint for every B2B generalist who's ever been told to pick a lane.

Now that we know what's possible, let’s jump into what makes an XIR work.

So, what exactly is an XIR?

An XIR (X in Residence) is a growth leader who drives revenue through authentic relationships instead of traditional sales or marketing. We operate at the intersection of sales, community, and marketing, using multi-dimensional expertise to build differently.

Think of an XIR like this:

The X Factor

The "X" in XIR isn't random. It's deliberately undefined – just like us.

It represents our inherent ability to be flexible, be a key variable, and be a strategic multiplier in the realm of GTM and growth.

Successful XIRs typically emerge from non-traditional career paths, bringing:

• Multi-disciplinary expertise

• Pattern recognition across industries

• Ability to translate complex opportunities

• Natural community leadership and overall good vibes

• Strategic thinking with tactical execution

Typical Backgrounds

While there's no one path (because duh, that would defeat the purpose), successful XIRs often come from:

• Former founders (with or without exit experience)

• Community leaders with proven growth track records

• Startup operators with cross-functional expertise

• Aspiring VCs with operational experience

• Content creators with strong business acumen

Why I Know XIRs Will Win

Keeping it 100 (as I always do): B2B growth is getting expensive as hell and requires more of a relationship-driven approach.

Consumers can now read through superficial (emphasis on superficial) influencer sales tactics that are not rooted in actual trust. Consumers want something deeper. They want genuine value. And for goodness sakes, they just want something real.

From where I see it, in the next 2-3 years, the XIR is uniquely positioned to become a crucial component to modern growth teams.

Companies that successfully integrate XIRs can expect:

• Lower customer acquisition costs

• Higher customer lifetime value

• Stronger market positioning

• More resilient growth frameworks

• Sustainable competitive advantages

All because we are focused on the relationship value and the multi-dimensional ROI of the sale – not just the quick, fast, easy sale itself.

This is an exciting time. Diving deeper next week!

• Notion hiring a Head of Community-led Marketing

• HiMarley hiring a Director of Growth with a strong focus on someone who has max focus and BIG humility

• Rho hiring a Head of Brand Marketing (small lean teams mean you can get in relatively early)

If you’re an aspiring XIR looking to land a non-traditional role or a B2B leader looking to make your next hire, I would suggest using this framework as a baseline for decision-making and positioning.

There is a way to translate your weird by positioning your strengths (or the strengths of your ideal candidate) with the team’s business needs/goals.

Single-function roles are great AND if you want build differently than you have been building, consider the intersection.

To learn how to turn your different into revenue, check out my XIR B2B Translator. Let me know what you think or if you have any questions!

Random things my ADHD brain encountered this week:

• Someone I want to invest in: Claude AI is literally that. girl. I have been using it to 3x productivity for proposals, client work, etc.

• Something I’m reinforcing: Your environment really does dictate your mindset. Currently in Bahia, Brasil. Moved closer to the beach. Instant clarity.

• Something I'm betting on in 2025: The MVP won’t be a VP of Marketing, Head of Sales, or Community Lead. It’ll be the XIR.

• Something I’m doubling down on: Top Premium business / first class for flights over 9 hours is a mental must. I’m talking 180º of airborne heaven. I’m on a plane at min 12x every 365 days for 18-24 hours. Some people spend on cars, others on jewelry. I spend on travel. Gives me a complete savage CEO vibe. More on this download next week. Genuine sentiments. Not an ad.

Thanks again for being on this ride with me.

See you next Wednesday at 2:22pm EST 💜